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The star will front the supermarket’s TV ads as well as its sponsorship of next year’s Olympics and its Active Kids campaign which helps youngsters keep fit.

But Becks, 36, is not the only A-lister to boost brands. In 2009, Beyoncé earned £12.5million from endorsements, only slightly less than the £13m she landed for album sales.

Here NADINE LINGE rounds up some of the most lucrative sponsorships in marketing. 

JAMIE OLIVER, 36
BECKS is replacing Jamie as the face of Sainsbury’s but the chef certainly cooked up a storm during his 11-year stint with the supermarket. The deal earned Jamie an estimated £1.2million every year but in the first two years, the ads are thought to have given Sainsbury’s an extra £1billion of sales.

Source: Daily Star

by mono

Stone was first approached by an agent in the Paris Metro, at age 13. Stone entered the Elite Model Look contest in 1999, as a 15-year-old. Although she didn't win, she impressed Elite executives and was signed to the Elite Modeling Agency. After years of working as a struggling model, her career took a positive turn when she was signed by IMG in 2006. Soon after, she opened the Givenchy haute couture show in Paris. She has walked shows for Shiatzy Chen, Louis Vuitton, Chanel, Lanvin, Miu Miu, Fendi, MaxMara, Pollini, Prada, Anna Sui, Marc Jacobs, Michael Kors, Stella McCartney, Zac Posen, Balmain, Celine, Hermès, Jean Paul Gaultier, Dolce & Gabbana, D&G, Givenchy, Karl Lagerfeld, Missoni, Emanuel Ungaro, and Victoria's Secret. Stone has opened shows for Giles Deacon, Isabel Marant, Christopher Kane, Fendi, and MaxMara, and closed for Diesel, Marc Jacobs, Stella McCartney, and Balmain....

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by Cyril Style

The Calvin Klein 15- and 30-second spots ( see video Here ) will initially be exclusive online at calvinkleinjeans.com, the home of the brand’s future U.S. e-commerce site. The commercial will be the site’s main attraction until the completed site launches in the summer, WWD reports. Calvin Klein is working on an edited version of the commercial that will air on cable, while outside the U.S., countries such as Italy, France, Spain and Germany will show the uncensored version. –

These ads are morally disgusting. Once again Calvin Klein has “pushed the envelope” in order to make a buck. The fact that he approved these ads screams volumes about his belief system. I will never purchase another CK product or item. Young people have enough smut in their lives without having to be subjected to these images. The underlying message is obvious – I hope our young people are smart enough to see through CK’s pitiful attempt to add to his empire.

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